Navegando por Assunto "Identidade social"
Agora exibindo 1 - 20 de 22
Resultados por página
Opções de Ordenação
ItemApropriação de ambientes físicos de serviços por tribos urbanas: o caso Casa da Matriz(2008) Halpern, Eduardo EspíndolaThe research´s main goal was to understand how certain servicescapes are apropriated by groups of individuals who use them to build its cultural identidy, changing its original economic purpose. The literature review conducted to give theorical support to the investigation was based on services marketing and, more specificaly, on servicescapes. The field research was conducted in Casa da Matriz, a night club located in the neighborhood of Botafogo in the south side of the city of Rio de Janeiro. In depht interviews and participant observation were used to identify the approach used to design and to manage the servicescape of Casa da Matriz and the appropriation practices used by its customers in order to build theis cultural identidy. ItemBrand image co-creation and individual identity extension in online environments: a Facebook investigation(2014-03-14) Rosenthal, BenjaminIn this thesis I investigate the extent to which companies can build a more communal environment out of their fan pages while also evaluating the corresponding brand value that may come from having such a communal environment. My research is comprised in three articles: in the first article, I describe how the brand image is created or augmented in the fan page environment, therefore providing demonstrable evidence of value creation. In the second article, I describe how individuals use fan page semiotic elements to communicate their identities. Finally, in the third article, I describe the possible communal characteristics of a fan page and the conditions that enable it to evolve to the virtual brand community concept. As a result, I will contribute to the marketing literature on the use of Facebook for communicating brand identity, on the co-creation of the brand image in social media context, and on the conceptual definition of fan pages as a communal environment. ItemCom a palavra mate com angu: uma intervenção estética no município de Duque de Caxias(2007-09) Gouvêa, Maria José MottaIn the contemporary societies, the cultural citizen ship is a theme to be faced close to a defense for a better material, environmental, economic and social life quality. Because of that, the right of liberty for creation, information, expression of diversity and others is showed as challenges and foundations for a truly cultural democracy. The present work finds-itself inserted in new practices of citizenship’s studies group, exercised particularly by cultural movements. Our object of research was the movie club 'Mate com Angu', at the Baixada Fluminense, Rio de Janeiro. Through thematic interviews, we tried to check how the five integrants of this group formulate and carry out their proposals of social and esthetic intervention, and how they interact with their community – Duque de Caxias, Rio de Janeiro – using the audiovisual language. The Mate com Angu’s arguments and practices showed that, although the group’s central commitment is in the esthetic field; their activities bring implications in the politic and social fields as well, influencing the Duque de Caxias community’s life and culture. So that, we established that their interventions helped for the concept of citizenship’s enlargement, and particularly for the construction of cultural rights. ItemComo se faz um tijucano? Reflexões sobre consumo, identidade e masculinidade em um bairro carioca(2007) Cupolillo, Flávia Braga NogueiraThe love of cariocas for the city of Rio de Janeiro is widely known. As well as the cariocas, there is another social group, called tijucanos, which the love for the neighborhood is peculiar. The Tijuca zone, known by its tradition and development during the 60¿s, due to his local identity ¿ tijucana, definitely deserves prominence in the ¿wonderful city¿. The people of Tijuca can be known as a ¿personality¿ in Rio, and their habits of consumption seldom exceed the area¿s limits. Enclosure of histories and special characteristics, how to be a tijucano, an adjective that people of Tijuca are proud of, is one of the focus of this present study. To be an unconditional tijucano, who loves to walk around in the neighborhood, in the square, enjoy their lives in famous bars, ended up as a peculiarity in the carioca scenario, together with the people of Ipanema, Barra and many others, that together make Rio de Janeiro a unique city. In spite of the increasing visibility, there are few studies trying to understand the way heterosexual men interact with the world of consumer goods. In view of the great interest and in the contemporary world, the meaning of consumption has increased. The object of the present study is to try to understand how the people from Tijuca use the world of consumer goods to ¿become a man¿, i.e., to construct their male heterosexual identity. This analysis is crucial to investigate the construction of masculine gender identity of the people from Tijuca. The study was based on data gathered through deep interviews with nine men from Tijuca during the month of January 2007. The results have shown that the tijucanos interact with the neighborhood services and locals during the process of construction of gender and local identity. It was possible to notice that there are four differents stages, by means of, people use the world of consumer goods to identify themselves as men from Tijuca. Therefore, it is possible to conclude that it occurs the consumption of specific products and places in strategy to: define masculinity and local identity (when young person), move aside, assimilation, acceptation and reinforcement of that identity. ItemO consumo público de eventos esportivos: um olhar para além dos estádios de futebol(2014-01-23) Almeida, Erick Bastos deThe present study investigated the public consumption of live sporting events inside and outside the scope of stadiums. The main goal of the study was to determine if the fan (supporter), perceives a relation of substitution or complementarity between the favorable attitudes towards attendance at the stadium or at other public places to watch football games. Additionally, the study aimed to investigate the influence of the identification of a sports fan (supporter) with his team in the attitude and public consumption of the spectacle of soccer in the stadium or in other public places, as well as if demographic characteristics (gender and age group) exert some kind of moderating effect on the relationships studied. To address these issues we sought reference in SIT - Social Identity Theory and SCT - Self-Categorization Theory. A survey was conducted, targeting supporters of the four main soccer teams from Rio de Janeiro, through assisted structured interviews. The sample was intentional and of convenience and data collection totaled 507 valid questionnaires. Data analysis was performed in two stages. The first contemplating an exploratory factor analysis, which aimed at the preliminary observation of the quality of the scales. The second stage included a confirmatory factor analysis in order to purify the scales. Convergent, discriminant and nomological reliability and validity of the constructs were evaluated. To test the substantive hypotheses of the study the structural equation modeling technique and multigroup analysis were used. The analysis results allowed empirical support of three out of the five substantial hypotheses. The results suggest that (a) The identification of the fan with the team exerts a positive influence on the attitude towards watching games at the stadium; (b) The favorable attitude of fans towards the stadium exerts a positive influence on the attendance at the stadium; and (c) The favorable attitude of fans towards public places exerts a positive influence on attendance at public places. However, we could not fully support the hypothesis that (d) identification of the fan with the team influences the attitude towards public places; and (e) The attitude of fans towards the stadium influences the attitude towards public places. The moderating effects of gender and age group were also not supported. ItemAs contribuições do Colégio Cruzeiro para as dinâmicas na manutenção da identidade cultural germânica no contexto escolar brasileiro (1914-1945)(2020-04-07) Sobreira, Fernanda RomaPor meio desta pesquisa busca-se identificar a contribuição da escola de modelo alemão, nomeadamente o Colégio Cruzeiro, para a dinâmica de ressignificação das práticas de construção e manutenção da identidade cultural germânica no contexto escolar no território brasileiro na primeira metade do século XX, mais especificamente no período de 1914 a 1945, marcado por duas guerras mundiais. O problema está direcionado para duas linhas de observação: por um lado, o papel das escolas na elaboração da identidade subjetiva e social de sujeitos; por outro, o potencial dos arquivos escolares para preservar a cultura escolar e resgatar sua memória. Os estudos sobre arquivos escolares têm adquirido uma importância crescente no campo da história da educação e acabam por motivar profundas preocupações em relação à salvaguarda e à preservação dos seus documentos, que constituem instrumentos fundamentais para a história da escola e a construção da memória educativa, baseada na reconstrução de uma representação histórica do funcionamento da instituição ao longo da sua existência. ItemCorporeidade e segurança ontológica no contexto padronizador do mercado(2013-11-25) Gouveia, Tânia Maria de Oliveira AlmeidaIn this thesis, we talk about the socially constructed body, the body which is linked to subjectivity and to the identity ofthe individual, and which is impregnated by social and cultural elements. According to Giddens (2009), controlling the body is essential to the individual as to preserve what the author calls ontological security - which brings personal meaning to the individual's !ife and provides points of reference to help him carry on. In the consumer culture, appearance tends to be standardized; and, the cult of the body, among other things, has a selfindulgence appeal. Our main goal is to understand - within the context of normative aesthetics - the discourse and consumption practices of individuaIs in relation to their own bodies, identifying how it connects to their ontological security. In order to achieve this goal, we will: (a) understllIld how the individual sees hisl hers own body, assessing how it relates to their ontologicill'iecurity, (b) examine the presence ofthe market discourse in the tripod 'individualbody - ontological security', (c) identify and arialyze discursive elements as related to physical appearance; trying to understand the role of consumption in this context, (d) investigate the motivations that lead the individual to act, or not, in accordance to the aesthetic norm, analyzing body related consumer practices. The primary data collection was done through qualitative interviews. Respondents were men and women of varied professional activities, 18-50 years, belonging to classes A, B and C (ABEP, 2012), ali ofthem !iving in Rio de Janeiro. Field work was performed from October 2012 to July 2013. The data was ana1yzed using the approach of discourse analysis, considering the French school, particularly Pecheux's view. In line with authors such as Giddens (2002), Goffman (1978) and Schouten (1991), the research concludes that the body is an important part in the individual's notion of self and is also part of the construction of hislher identity. How the individual handles the market's normative message gives us c\ues about his ontological security. The ontologically secure individual is not one who dismisses the market and whose body related consumption practices escape the aesthetic norm. What differentiates a person whose ontological security is fragile is their motivation to adhere to certain stimu!i; and, how he/she deals with their consumer choices. We conclude that the individual with ontological security is less anxious about body related consumption options; and that he/she does not have somebody else's view of their body as a shadow when making decisions about their own appearance. In contrast, individuais without ontological security are more anxious when facing the market's message. There is, to a certain extent, anguish about not meeting these standards; and the body's aesthetic appearance becomes an important part oftheir lives. ItemDa 'invenção' da homossexualidade ao discurso das posses: uma análise interpretativa da identidade homossexual(2009) Pereira, Severino Joaquim NunesThe study of the behavior of socially marginalized groups such as gays, Afro-descendents, slum dwellers and others is not easy but is extremely relevant to the consumer behavior field. Most studies about these groups focus basically on the dimension of a discriminated and excluded minority, neutralizing other dimensions such as that of 'consumers'. In doing so, this doctoral thesis seeks to investigate how the possessions-related discourse is used by gay males to deal with the stigma of homosexual identity at individual, family, group and social levels. It has been evaluated that homosexual identity and its related stigma Homosexuality, as well as the social constructions imposed by a medical discourse from the 19th century, have created the categorization of homosexuality. Participant observations with a gay male group and 20 semi-structured interviews have been performed from 2005 to 2008. Our results suggested that: (i) the culturally gay-built world seem to be divided between 'gay and heterosexual' worlds. Such division does not happen only in the gay imaginary but it can also be represented by products and possessions; (ii) some gay-consumption places have altered their meaning from profane to sacred meaning throughout consumption in the subject life’s; (iii) the body has been seen as a culture construction of and value in the gay world as well as it has been used as a sign of distinction and hierarchy. ItemDuque de Caxias para quem?: imaginários sociais e apropriações de territórios na cibercultura(2015-12-01) Silva, Thaís CostaFrom multiple representations that are reproduced about the city of Duque de Caxias over the years, imageries and social identities are strengthened and transformed. Although, self-representations, made by cultural agents of the city organized as a network, which much is driven by the use of the internet, seek to deconstruct stereotypes and claim the city they want and believe they have right. In this context, the first part of this research is dedicated to an investigation about how the city of Duque de Caxias was and is represented by several actors, including its own residents. The links between the cultural production of this network and the construction and redefinition of symbols and imagery of the city are highlighted. This dissertation also includes cases of study related to Mate com Angu film club, Lurdinha blog and the group of cartoonists Capa Comics. The second part of this work approaches the affective relationships between the Duque de Caxias dwellers and the inhabited territories, transformed many times by the cultural productions that emphasize the belonging perceptions to the city. The encouragement of the best use of the public spaces and the creation of leisure equipment are presented as essential in this process. The results of this research show a reflection about the Internet potential to strengthen network relations, to create opportunities for self-representations and to improve mobility. The changes occurring around the perceptions of the city, the understanding of belonging to it and the appropriation of the spaces are also highlighted in this paper. ItemUm estudo empírico sobre a construção da identidade social do consumidor de toy art(2009-12-21) Barboza, Renata AndreoniThe objective of the present work is to understand how Toy Art consumer’s use their possession to build up their social identity, and also explore this consumption relationship by investigating the factors that trigger the process of extension self in Toy Art. The theoretical support of this work ocurred by a deepening of the themes already raised earlier by Campbell & Barbosa (2006) and McCracken (2003), in their studies of culture and consumption; Schouten & McAlexander (1995) in their research on subcultures of consumption; Hall (2005), who exposed his theories about the formation of identity in the modern world; Douglas & Isherwood (2004), who studied the rituals of consumption; Belk (1988), with his research on the extension self. The present study is of exploratory, character and was conducted in-depth interviews in order to let emerge the feelings and emotions of the respondents, for better orientation towards the analysis of the data. Data were collected from 14 Toys consumer’s, of both genders, aged between 19 and 38 years, live in Belo Horizonte, Minas Gerais, Rio de Janeiro, Rio Grande do Sul, São Paulo and the Distrito Federal, during the moths of July and August 2009. To achieve the proposed objectives, the research method used was qualitative, with prioritization of the subject and subjectivity, using an interpretative structure for data analysis. The results showed that Toy Art consumer’s use their possession to compose their social identity and as a form of differentiation and expression. The extension of the selves just happens during this search for the unusual, for a possession that distinguishes from other people. Conclude the work, making recommendations to management in order to benefit and develop the industry in this segment. ItemFrom slum tourism to smiley selfies: the role of social identity strength in the consumption of morally ambiguous experiences(Society for Consumer Psychology, 2017) Von Schuckmann, Julia; Barros, Lucia S. G.; Dias, Rodrigo S.; Andrade, Eduardo BittencourtWhy do some consumers find a consumption activity appealing while others see it as morally appalling? A series of five experiments in two different morally ambiguous contexts shows that differences in social identity strength can in part explain discrepant reactions to the very same consumption experience. Consumers who identify weakly (vs. strongly) with the people most related to the consumption environment are less likely to question the experience on moral grounds. As a result, they are more likely to choose a morally ambiguous consumption experience or to act in a morally ambiguous manner. The impact of social identity strength on consumer preference vanishes when the consumption experience is morally neutral or when all consumers are prompted to judge the experience on moral grounds. Statistical analyses based on post hoc justifications provide further evidence for the mediating role of moral considerations. ItemA invenção da América do Sul: a construção de uma comunidade imaginada(2018-02-09) Raposo, Philippe CarvalhoThe construction of regions and collective identities is an ancient phenomenon. Europe and Latin America, for example, are concepts built throughout history, as well as European and Latin American identities. This research aims to verify if there is an imagined community among the South Americans, founded on a group consciousness that transcends national boundaries. South America today is no longer just a geographic cut in the map. South American intergovernmental institutions, such as MERCOSUR, UNASUR and ACTO, among others, constitute a still incipient, although real, South American sphere of public governance that complements the traditional national and subnational spheres of government. Gradually, these regional institutions enable the planning of public policies from a joint view of South America, at the same time as an autonomous system and as a subsystem of Latin America and the American continent. The institutionalization of South America is empirically proven. However, there are doubts as to the identification of South Americans with the integration projects underway, as well as the feasibility of manufacturing a transnational identity among South Americans. Public opinion surveys contribute to the analysis, based on assumptions of sociology and social constructivism ItemO jogo da distinção: C. A. Paulistano e Fluminense F. C.: um estudo da construção das identidades clubísticas durante a fase amadora do futebol em São Paulo e no Rio de Janeiro (1901-1933)(2016-04-29) Fernandez, Renato LannaThis work investigates the process of club identities formation during the Brazilian football amateur stage (1900 – 1933), focusing on the cases of C A Paulistano and Fluminense F. C.. This identity construction process usually gives these clubs the mark of elitization based on distinction and refinement. By deepening and qualifying this version consecrated by sport memorialism, it is hereby intended to analyze the history of these two clubs, during the initial years of development of football in Rio de Janeiro and in São Paulo, highlighting the relation between the sport and the development of the two cities. In order to demonstrate our central argument, we will bring up social, economic, political and cultural aspects that can be considered fundamental in the construction of the image of distinction attributed both to Fluminense and to Paulistano. Employing the comparative method, we will try to point the similarities and differences in the history of the clubs, assuming as theoretical basis the works of Bourdieu on distinction, of Hobsbawm and Ranger on the invention of traditions and of Halbwachs on collective memory. Together with the documental archives from both analyzed institutions, we will use as sources the documentation produced by the clubs and periodicals from the period. We seek to demonstrate, through the memorial reports produced by writers, managers and former athletes, the perpetration of a range of symbolic values and traditions that associated the Paulistano and the Fluminense to a space of distinction and refinement that reproduced throughout the generations and that remains in the sport imaginary until today. ItemLivro Varal de Lembranças da favela da Rocinha: o processo de percepção dos moradores e sua construção identitária(2021-06-30) Silva, Fernando Ermiro daO objetivo deste trabalho é investigar o processo de produção e escrita do livro Varal de Lembranças: histórias e causos da Rocinha publicado em 1983 e elaborado como projeto por estudantes do curso noturno de educação de jovens e adultos – EJA, e que teve como proponente do projeto a União Pró Melhoramento dos Moradores da Rocinha – UPMMR, associação de moradores da própria favela. O livro narra as origens, desconhecidas pelos próprios, da favela onde moravam. No processo de busca da melhor metodologia de campo, as respostas encontradas e as novas indicações feitas para novos entrevistados afetam a percepção sobre si dos pesquisadores. Nossa proposta é analisar a construção de um processo de reconhecimento identitário, com o apoio da antropologia de modo a demonstrar que os autores ao fim do trabalho passam a reconhecer-se como participantes de um mesmo locus social e que podem ser vistos como pensadores políticos, ainda que de forma não sistematizada. Além disso, este estudo demonstra a possibilidade a partir da leitura do documento de indicar a existência de formas de resistência a tentativas de imposição de identidades. ItemA luta por uma identidade: uma etnografia sobre a subcultura de consumo de MMA(2011) Silveira, Isabel da CostaThe purpose of this dissertation is to identify how the subculture belonging to the MMA influence in shaping the identity of their members, exploring the aspects related to the consumption as a vehicle for transmission of symbolic meanings. The theoretical foundation which has supported the research addresses issues discussed in the literature with regard to culture and consumption (Barbosa and Campbell, 2006; McCracken, 2003), the subcultures of consumption (Kozinets, 2001, Schouten and McAlexander, 1995), and to the process of identity formation through consumpt ion (Barbosa and Campbell, 2006; McCracken, 2003). This study has exploratory and an explanatory nature , searching through the ethnographic method to explore the cultural universe that works as the background of the questions addressed and then identify the factors that determine or contribute to the process of identity formation in a subculture of consumption. Data were collected over one year of field research, carried out in a martial arts academy in Rio de Janeiro. During the research , it was possible to collect informat ion about the day-by-day of members of this subculture and the relationships that are formed from this consumer activity. Also individual interviews were conducted from a semi-structured script, aiming at understanding how these consumers find themselves within the subculture and how interprets the MMA as a lifestyle and provider of values . 14 interviews were conducted with consumers both female and male, between the ages of 19 and 45 years living in the city of Rio de Janeiro, between January and November 2011. In order to achieve the proposed objectives, a qualitative research method was chose, focusing on the comprehension of the meanings of the facts, through analysis of small samples of the population, trying to understand the facts without necessarily measure them. The results showed that being part of a subculture doesn’t necessarily imply the creation of an identity based on the object of consume. Some steps need to be fulfilled, and in the case of MMA, not just the commitment: to be accepted by the group, demonstrate specific skills and make a proper use of the fight are, for example, basic requirements for achieving new positions within the subculture, and thus gain an identity representative of this group. ItemA memória em (alguns) documentos: o caso da Igreja Presbiteriana do Brasil(2010-12-01) Felipe, Rômulo da Gama SilvaEste trabalho se detêm sobre alguns artigos publicados no jornal impresso oficial da Igreja Presbiteriana do Brasil, o 'Brasil Presbiteriano', publicados na série 'Documentos da História da IPB', por ocasião das comemorações dos 150 anos de existência desta igreja protestante no Brasil. O objetivo do artigo é ver de que maneira, através do escopo teórico de estudos sobre memória, documentos resgatados por artigos de jornal contribuem para o estabelecimento de memórias coletivas, e para o arraigamento de identidades. ItemRolezinho pelo funk ostentação: um retrato da identidade do jovem da periferia paulistana(2014-02-26) Abdalla, Carla CairesEssa pesquisa explora a identidade do jovem da periferia paulistana retratada pelo movimento Funk Ostentação, que foi contextualizado e analisado sob a perspectiva teórica da Consumer Culture Theory (CCT), com foco nas teorias de identidade relacionadas ao consumo, como self estendido, self expandido, consumo aspiracional e consumo compensatório. Entrevistas e grupo de foco com jovens frequentadores de bailes funk (chamados funkeiros) somaram-se às transcrições de videoclipes de Funk Ostentação e programas com participação de MCs (cantores de funk) e foram analisados e codificados de forma livre, seguindo os preceitos de Strauss e Corbin (2008). Como resultado, foi desenvolvido um modelo teórico no qual os MCs expressam sua identidade por meio de marcas, objetos, lugares e pessoas (self estendido) e expandem aspectos de sua identidade para os funkeiros (self expandido), principalmente pelos videoclipes disponibilizados no YouTube. As relações de fama, admiração e inveja, encontradas nos videoclipes e reforçadas pelo discurso dos entrevistados, mostram aspectos da identidade dos MCs e funkeiros enquanto grupo. Enquanto para os MCs o consumo mostrado nos videoclipes é algo real, os funkeiros afirmam que consomem somente as roupas, acessórios e bebidas, sendo que automóveis, motos, joias e grandes casas fazem parte de suas aspirações de consumo. Foi encontrada diferença na expressão do self masculino e feminino, sendo que o consumo e exibição dos objetos de desejo estão relacionados à identidade masculina e as garotas apenas demonstram interesse em estar com rapazes que possuam os itens desejados, não em adquiri-los. Concluiu-se que o consumo e exibição dos objetos e marcas está relacionado ao consumo compensatório. Os jovens têm no consumo uma forma de preencher alguns aspectos frágeis de seu self e validar seu acesso a determinados locais que antes não se achavam aptos a frequentar, como shoppings centers. Nenhum deles mostrou interesse no consumo ou utilização de produtos não cantados pelo Funk Ostentação, ainda que relacionados ao entretenimento, como itens para prática de esportes e videogames, o que evidencia o consumo compensatório como substituto ao consumo de objetos não relacionados simbolicamente às fragilidades do self dos indivíduos. Também não demonstraram interesse em consumir outros itens que podem lhes trazer aumento de renda, como o investimento em educação, de forma que o consumo compensatório, que remedia os efeitos da exclusão social que sentem, parece substituir a real resolução do problema. ItemTribuna de Petrópolis: trajetória e representação na cidade imperial: imprensa e identidade de Petrópolis em 100 anos de jornal local(2011-03-25) Costa, Verônica SoaresFundada em 1902, a Tribuna de Petrópolis acumula 108 anos de publicação na cidade serrana do interior do Estado do Rio de Janeiro. Sendo um jornal local, de circulação restrita aos limites do município, sua existência por mais de um século reflete o esforço de seus diretores pela superação de crises e também pela manutenção de um poder simbólico de identidades sobre a cidade. Analisa-se a trajetória do jornal a partir de três fases de existência e da relação que o mesmo estabeleceu com Petrópolis em cada uma delas: no início do século XX, quando de sua fundação, momento em que representa o reposicionamento político do Grupo de Petrópolis após a perda da capital para Niterói; na metade do século, entre os anos 1950 e 1970, quando o jornal atravessa uma profunda crise e tem sua falência decretada; e nas décadas finais do século XX, quando o veículo se reorganiza e, sob o comando de herdeiros da Família Imperial, constrói para si uma nova relação de identificação e representação com a cidade de Petrópolis. Como jornal-empresa e parte de um conglomerado de comunicação, a Tribuna de Petrópolis chega ao século XXI e se estabelece como instituição pautada por escolhas e decisões estratégicas de administração e relacionamento com o mercado local de anunciantes.